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The UK legacy market is estimated to be worth around £1.9 billion* a year yet many charities struggle to create effective strategies and communications that tap into this.
Striking the right balance between inspiring a supporter to want to leave you a legacy and overcoming the barriers that stop them doing so is essential within your legacy marketing strategy. Only by understanding people and their motivations, then using this insight effectively, can you create the right offer (not ask!) that genuinely engages, inspires and reassures.
Speakers Roger Lawson, Strategy & Planning Director, Paul Newman, Senior Planner and Debbie Clark, Planner, The Good Agency shared some of the most effective legacy marketing in the sector. Rob Cope, Director, Remember a Charity shared insights on how Remember a Charity can share your burden.
* Legacy Foresight 2009